(This is excerpted from WiseMarketer.com (C))
Family and friends have proved to be the most significant shopping influencers for women aged 25 to 54, according to a survey by public relations firm Ketchum, which revealed a new trend of 'CROPing before shopping'.
Most of the women surveyed (91%) said that friends and family provide either "very credible" or "somewhat credible" information for buying decisions about consumer packaged goods, consumer electronics, and food products.
The CROP trend According to Kelley Skoloda, director of Ketchum's Global Brand Marketing Practice, women now go "CROPing" (looking for CRedible OPinions) before they go shopping. They help cut down their purchase research time by consulting a few close friends and family members, as well as any relevant experts, local news sources, or magazines.
Such sources offer credible opinions that help to determine buying decisions. In essence, Skoloda suggests, the new CROPing trend is the meeting of two hot marketing topics: word-of-mouth and key influencers.
Key findings For busy women, the ability to use CROPing to make buying decisions enables them to save precious time while researching their purchases. The survey explored different lifestyle and life-stage segments, and found:
· Consumer electronics shopping is easy but... Three of four women say that consumer-electronics shopping is "very" or "somewhat" easy, but some aspects frustrate them. But 40% get frustrated when talked down to while shopping for consumer electronics, and 25% voiced confusion over whether to buy a warranty (28%), product complexity (27%) and having too many choices (26%).
· Research is popular, but impulse buys still happen Most women said they do some research before making big purchases (72%), but only 35% "rarely" buy on impulse. Interestingly, 25% of women said they are usually early adopters: the first to try new products and services.
· Health is part of the definition of success Most women surveyed felt that being healthy and having healthy children (82% and 81% respectively) are the top qualities that define success. Other leading factors include having well-adjusted children (79%), living in a nice, safe community (77%), not having debt (77%) and having a strong marriage (77%).
Bad news for ads? Busy female consumers said they have little or no time for commercial messages, and they spend very little time on single-focus pursuits (such as recreational shopping or watching television). Fewer women than ever before are browsing shopping malls, and even when they watch television or make a family dinner, they may also be working online at the same time.To help marketers reach the busy female segment of consumers, Ketchum's Women 25 to 54 marketing communication service provides a four-phase programme that identifies, creates and sends credible commercial messages aimed at that target audience.
Wednesday, November 15, 2006
My Brief Biodata
Narrative Biography of KESTER OSAHENYE
In 2002, I had a Masters Degree in Managerial Psychology, From Nigeria’s premier University, University of Ibadan. I earlier studied Mass Communication. After graduation I became a communication researcher and educator on information about the dangers of certain cultural practices, such as widow inheritance, ghost marriage, female genital mutilation in Nigeria.
I had worked with the stable of African Economy Magazine. A Pan African multifaceted business medium as a Journalist from 1997 – 1998, The Guardian Newspaper in 1999. I covered various beats: From Defence, Money & Capital Markets, Information Technology, Politics etc.
I delved into branding and brand communication, I worked from 2000 to 2002 in PR agency (Ideas Communication), where I worked with the Trustees of the foremost Nigerian Media Merit Awards NMMA like the doyen of Nigerian journalism Alhaji Babatunde Jose, Hadji Alade Odunewu, Veterans like Dr. Doyin Abiola, Prince Tony Momoh, Amb. Segun Olusola etc. I carried out researches about the access to information by Nigerian journalist and ownership problems in the Nigerian Media of mass communication.
In 2002 in joined JWT Nigeria a multinational advertising agency, I later moved to Chi Limited in 2004 and currently, I work as a Business Analyst in MTN Nigeria. Where lot of researches such as Customer Satisfaction Index. The behaviour of Children towards ICT gaming in Nigeria and mobile telecoms regulation issues in Nigeria.
Since 2003 I have somewhat re-directed my research interests with a stronger focus on Nigeria. Currently I am working on different research projects that share a common goal: to understand Nigerian culture(s) and their articulation with social and political violence. These projects include population issues, gender and development discourse, citizens' media for peace, and life-stories of Nigerian women in violent contexts.
In 2002, I had a Masters Degree in Managerial Psychology, From Nigeria’s premier University, University of Ibadan. I earlier studied Mass Communication. After graduation I became a communication researcher and educator on information about the dangers of certain cultural practices, such as widow inheritance, ghost marriage, female genital mutilation in Nigeria.
I had worked with the stable of African Economy Magazine. A Pan African multifaceted business medium as a Journalist from 1997 – 1998, The Guardian Newspaper in 1999. I covered various beats: From Defence, Money & Capital Markets, Information Technology, Politics etc.
I delved into branding and brand communication, I worked from 2000 to 2002 in PR agency (Ideas Communication), where I worked with the Trustees of the foremost Nigerian Media Merit Awards NMMA like the doyen of Nigerian journalism Alhaji Babatunde Jose, Hadji Alade Odunewu, Veterans like Dr. Doyin Abiola, Prince Tony Momoh, Amb. Segun Olusola etc. I carried out researches about the access to information by Nigerian journalist and ownership problems in the Nigerian Media of mass communication.
In 2002 in joined JWT Nigeria a multinational advertising agency, I later moved to Chi Limited in 2004 and currently, I work as a Business Analyst in MTN Nigeria. Where lot of researches such as Customer Satisfaction Index. The behaviour of Children towards ICT gaming in Nigeria and mobile telecoms regulation issues in Nigeria.
Since 2003 I have somewhat re-directed my research interests with a stronger focus on Nigeria. Currently I am working on different research projects that share a common goal: to understand Nigerian culture(s) and their articulation with social and political violence. These projects include population issues, gender and development discourse, citizens' media for peace, and life-stories of Nigerian women in violent contexts.
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